Spikes Asia

Uber Eats Australian Open Ambush

REVOLVER/WILL O'ROURKE, Sydney / UBER / 2019

Film
Film
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Overview

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Credits

Overview

Background

Contrary to common assumption, the largest part of the Australian Open event is in fact, the TV coverage. 13 million Australians watch the tennis. We have all been trained to expect exactly what it looks like. To make the best use of our sponsorship and ad-space, we created innovative films that instead of standing out, perfectly blended in. We achieved a world-first level of brand-integration into a live sporting-event. Possible through a combination of both on-the-ground & broadcast sponsorship, ads replicated the event (so viewers couldn’t tell the difference!). The result, was an engaging cultural-moment that made UberEats, synonymous with tennis.

Execution

This campaign set out to achieve a never-before-seen level of product and brand integration to hijack the coverage of a live sporting event. It was only possible by harnessing a unique combination of both an on-the-ground event sponsorship and broadcast sponsorship of the Australian Open tennis tournament. We had to use the crew, courts, players, staff, tv assets and every other part of the real event coverage combined with nimble live media placement. A huge task, but the result made a brand that would normally be cluttered in with other event sponsor completely stand out - by perfectly blending in.

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